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Courier logo - Clockwork Logistics Courier & Shipping Company.
Client: Clockwork Logistics.
Design Category: Courier, Business to Business.
About: Logo design for an Cleveland area courier & shipping company.
Logo Brief: When they submitted their original brief, Clockwork Logistics indicated that they required a design that was professional, indicated speed and yet was simple enough to place on the company’s fleet of trucks and vans. This put some restrictions on the aspect ratio of the logo (it needed to fit into a horizontal footprint in order to fit onto the side of vehicles). The logo also had to be technically simple - planned uses involved vinyl signs, a technique were the artwork is cut out of sheets of vinyl and more or less 'stuck' to the required surface. Generally speaking, this usually renders blends, gradients and other design 'gimmicks' impractical. Rather than work up a automotive type logo with, say a truck (decided that would be redundant as the design was to be featured on trucks), our designers took a humanistic approach, developing an iconic representation of a courier character carrying a package and rushing about. This character was then worked into a 'K' shape, which was in turn worked into the actual company name. Font selection was obvious - a simple san serif text for legibility, sheared (turned into italic) right to indicate speed. In the final design stages, the client requested that a clock be added to the design (a bit of overkill perhaps) and that version can be seen on the Clockwork Logistics website here.
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